Copywriting bewb jobs

Published: Fri, 09/06/19

Let’s talk about swipe files.

Yes, I have a swipe file.

Yes, I think swipe files are invaluable tools.

And, yes, one of the perks you get if you check out the Gene Schwartz $20 seminar before midnight tonight is a swipe file of over 500+ world class ads.

So I ain’t anti-swipe file by any means.

What I have a problem with is, people who copy & paste — whole cloth — other people’s ads paragraph by paragraph, without changing any words around, thinking that’s the way to do it because someone told them that’s how you do it. Or, just as bad, “frankensteining” other ads’ paragraphs together.

For one, there’s an ethical thing going on there.

And, for another, it makes you sound as phoney as a $3 bill.

It’s like the movie “Transformers.”

Something is wrong with the robot Bumble Bee’s communication system, so he “talks” by splicing together various radio transmissions, songs, speeches, news clips, reports, etc in his memory banks.

That’s what email swiping sounds like.

Probably not a big deal if you’re a robot.

But, for a copywriter it’s like a bewb job — people know it’s fake when they see it up close, even if it looks, er, “structurally” correct.

Anyway, swipe files can be extremely helpful.

Or, they can make you look like a dork.

Bottom line:

In my humble (but accurate) opinion, you can study and get inspiration from great ads (and should). But if you’re just going to cut and paste a bunch of other ads together with no unified voice like a lazy bum, then you can’t say nobody didn’t warn you about it. If you want to learn how to write ads from a true master (one of the best copywriters who ever done lived) download the $20 Gene Schwartz seminar before midnight tonight.

After that?

It goes back to $297 and you lost out on a helluva deal.

Here’s the link:

http://www.CopySlacker.com/labor

Ben Settle